If not sony alone, then at least the mass of ePub-supporting devices together.

I think that'll happen regardless. Sony and Kindle maybe the biggest mainstream wise, but they seem content with coming out with product and staying the same for years as opposed to the "little" guys who seem to being evolving and changing every time you look around. It only takes for someone like Astak or whoever to get their own firmware team, to keep fixing all the small issue that keep popping up.

If only ebooks had Custom Firmware heroes like, Dark Alex of PSP fame, or Cyanogen who does Android custom ROMs.